Generative Engine Optimisation

What it is

Generative Engine Optimisation is the practice of structuring and writing content so it gets cited inside AI generated answers across systems like ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. It favours specific, verifiable claims, clear attribution, and content shaped for synthesis rather than for a ranked list of links.

Why it matters

As more queries are resolved inside generative answers, being the cited source rather than the tenth blue link determines whether a brand is seen at all. GEO captures visibility in surfaces where traditional ranking signals no longer apply.

How it works

Lead with a defensible claim, name the entities and sources behind it, add structured data and dates, and write self contained passages that a model can lift without surrounding context. Audit which AI engines already cite you and reverse engineer the passages they quote.

When it applies

It applies whenever your audience asks questions that generative engines now answer directly, especially informational and comparison queries.

Examples

• A SaaS firm rewrites its pricing explainer into discrete, factual statements and starts appearing as a named source in Perplexity answers about its category.
• A health publisher adds author credentials and citation dates to each claim, and an AI Overview begins attributing a definition to it.
• A B2B blog restructures a long guide into clearly scoped sections so Claude can quote a single paragraph cleanly.

How it is measured

• Frequency of brand or domain citations across AI answer surfaces
• Share of tracked prompts where the brand appears as a named source
• Referral traffic from AI assistants and answer engines
• Proportion of target questions where your passage is the quoted text